从文化差异的视角研究体育广告翻译
毕业论文关键词：广告；广告翻译；文化差异；
Abstract Advertising translation,as a type of intercultural communication and a new field of study,is receiving more attention than ever before.This thesis aims to study advertisement translation from the perspective of cultural differences between China and western countries.thus,promote the development of Chinese economy.This thesis discusses the meaning characteristic and basic form of sports advertisement,and analyzes two success cases of sports advertisement.The main purposes is to provide the basis for sports advertisement study.
Key Words: advertisement;advertising translation;cultural difference;
Study on Sport Advertisement Translation from the Perspective of Cultural Differences
Contents
摘要I
Abstract..II
I.Introduction1
1.1 Advertisement and Culture.1
1.2 Research Background and Significance 2
II.The Sports Advertisement.3
2.1 The Meaning of Sports Advertisement.3
2.2 The Characteristics of Sports Advertisement.3
2.3 Linguistic Features of Advertising.3
2.4 Cultural Connotation of the Words.4
III.Differences Between China and Western Countries in Advertisement.5
3.1 Different Values5
3.2 Cultural Difference on Location6
3.3 Difference of Behavior and Thoughts6
IV.Strategies of Advertisement Translation.7
4.1 Tradition and Customs.7
4.2 Innovations in Advertisement Translation.8
4.3 Difference of Aesthetic Taste.8
V.Conclusion10
Bibliography12
Acknowledgements.13
I. Introduction
1.1 Advertisement and Culture
With the rapid development of the world economy, economical and technological exchanges increased, the more the World Day to the “global village” forward. East-West exchanges and mutual influence of different cultures have become an inevitable trend, the integration of advertising culture in which it will be. With China “going out” strategy, in terms of the use of international advertising language plays an important role. In fact it can be said , a certain cultural traditions, beliefs and values is largely about the commercial operators and consumer psychology , behavior, thereby influencing national advertising campaign. Successful translation of trademarks and advertising will bring huge economic benefits, on the contrary , the unsuccessful translation will not only bring economic losses of companies and countries , and also affect its image. Visible, dissemination of cultural factors is an important factor in the decision translator; English-Chinese cultural differences have a real impact on advertising translation, but also our concern in advertisement translation and topics to be explored.
Nowadays, people hiding behind the translation activities are increasingly concerned about cultural issues. Dissemination of cultural factors are important factor in the decision of translation. Certain cultural traditions, beliefs and values are largely about the business operators and consumer psychology, behavior, thereby influencing national advertising campaign. Therefore, when advertising translation, people must have a keen cross-cultural awareness and a wealth of cultural knowledge, give full consideration to the source culture and the target culture, in the process of identifying differences in cultural context, the timely regulation of their own cultural orientation, have reached two species harmonious culture. An excellent advertising would be successful in the original language and cultural background, but if people ignore the intended purpose of advertising and special features in the translation , word for word into another language , then it may not be able to achieve the original effect, or even counterproductive. Cultural differences are therefore an important factor in the impact of advertising translation strategies; a topic is worth exploring in advertisement translation.